MITX - Massachusetts Innovation & Technology Exchange


July, 2013

Top Furniture Retailers Announce Alliance

Value City, American Signature, RoomsToGo, and Leon's Furniture Stake their Position on the Web.

BOSTON--(BUSINESS WIRE)--Several of the largest furniture retailers in North America have joined forces in the upcoming relaunch of, a unique online shopping experience powered by the merchandising and service capabilities of top bricks and mortar furniture chains.

"I'm thrilled to announce our investment in"

"Furniture has been called the last remaining $1 Billion e-commerce opportunity," said Carl Prindle, President and CEO of, Inc. "Capturing this complex opportunity requires a 'wow' customer experience that can only be delivered by marrying leading technology with the scale and expertise of world class furniture chains. We're excited to bring together the best in the business and make this a reality."

American Signature parent Schottenstein Stores Corporation and RoomsToGo have both invested in They, Leon's Furniture of Canada, and other top retailers will provide sourcing, warehousing, and delivery capabilities for the e-commerce site, planned to be relaunched later this year.

Jay Schottenstein, head of Schottenstein Stores, says that this new partnership "enables e-commerce innovation and collaboration between the largest furniture retailers in North America."

He added that furniture's migration online reminds him of another industry-shoes-where he owns leading offline and online retailer DSW. "For years, we were told no one would buy shoes online," said Schottenstein. "It took the right model to catalyze the online shoe industry. is that catalyzing model for furniture."

"I'm thrilled to announce our investment in," said Jeff Seaman, CEO of RoomsToGo, a $1.6 Billion retailer with nearly 150 store locations across the US. " represents a unique opportunity in our industry for large furniture retailers to coexist and take advantage of national economies of scale in a new, quickly growing retail channel."

" will join best-in-class technology with best-in-class North American furniture retailers," said Terry Leon, Chief Executive Officer of Leon's. "We look forward to working with Value City, American Signature, Rooms To Go and other industry leaders to build a tremendous online furniture experience for shoppers in the US and Canada."

About is a unique furniture e-commerce site powered by Blueport Commerce, the e-commerce solution for the furniture industry.

Leading furniture companies work with Blueport to capture the billion dollar furniture e-commerce opportunity.

We marry our clients' bricks-and-mortar infrastructure and expertise with our decade of online furniture experience, innovative technology, and customized marketing services.

For some retailers, the Blueport e-commerce platform powers their branded omni-channel websites, driving sales online and in their stores. For some retailers, we drive online sales through, our e-commerce website. For many retailers, we do both.

We are backed by New York private equity firm Mistral Equity Partners and leading retail players like Schottenstein Stores and RoomsToGo.


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